Monday, April 03, 2006

Thande ka tadka?I think not!

Once upon a time, there was an ice-maiden, an ethereal beauty, who had already made a name for herself in the modeling world in India. She was one of the favourites for Miss India that year. She did win a title, and went on to become Miss World. After a shaky start in films, she established herself firmly in the Bollywood firmament. The ice-maiden melted and sizzled in the Kajrare number last year. She actually looked good with those few additional pounds. She was human after all!
As Miss India and Miss World, she supposedly had a lot of responsibility. To say the right things, to do the right things. By now it is a standing joke, that all the contestants mouth something about Mother Teresa, and something about kids, and they are on velvet. Does it stop there?
The latest Coke ad has an emaciated Ash sashaying past some “road Romeos”, one of whom whistles and likens her figure to a Coke bottle: “Umar hai solah, kamar Coca Cola”. At this, she turns around and mocks at the whistle, likening it to a cooker going phusss. And proceeds to demonstrate various types of whistles, guaranteed to produce a slap, or a sandal-imprint. Isn’t this kind of advertising nodding and winking at eve-teasing? Did not Ash see the script for the ad? Even if it begins with eve-teasing, the ad should bring across the message that such behaviour is not acceptable. Instead, the heroine is only prolonging the give and take thus becoming a party to it. What happens after she walks away? Won’t the guys follow her, trying out the “seetis” she suggested? I think, she is still suffering from the “Kajrare” hangover. But there is a small difference. That number was set in a bar. The basic flavor was a shayari type of ambience. In other films too, when there is a qawwali song, with a girls-against-boys setting, the “chhed-chhaad” is more of a matching of wits, even if the theme is boy-chases-girl-girl-rebuffs-boy. This should not be transposed on to a street scene. There, it transforms into an ugly sequence. Where is the woman of substance? The thinking woman? Tch tch.

4 Comments:

Anonymous Charu said...

Lak, what woman of substance? I dont even know why they bother with these "questions" in a beauty contest - because they are clearly about beauty and NOT brains...
sure, Aish was great in kajra re - all sultry but she did not attempt to look young there - solah saal? puhleeaze!

and I guess, in such ads, the ad agency does not consider it eve-teasing because the woman turns around and takes on the teasers, so to say. or some such convoluted logic... eeps.

3/4/06 10:26 PM  
Blogger Queer said...

Exactly my point...what woman of substance? I thought thats what the contest were...a beauty contest more specifically binding to certain stats laid out by others.

You know whats more irking..that not only do such ads but go back and talk about women's issues and freedom! Double standards at its peak!

4/4/06 7:32 PM  
Blogger Kiwilakhs said...

EXactly my point too: what woman of substance would put up with an abusive and arrogant male like Salman for years on end. Well, Ash did and no wonder she doesn't mind being well-paid to flaunt her figure, let the moralists go hang!
to me, as the face of modern India, she is a bit of an embarrasment as well as an endorsement.

5/4/06 1:17 PM  
Anonymous Anonymous said...

Hi from London,
I just surfed in following Coke ad trends, because of recent news from India. I was also following Coke's problems with Coke Zero - a diet cola aimed at men (but 'diet' is a banned word amongst men's products). In the UK they are running into trouble for aiming at their target, but offending women and others in their TV and poster ads.

My point is, actors will act for anybody. Don't expect better from them. The corporates are the ones you should really attack.

See news here:
http://www.brandrepublic.com/bulletins/br/article/571275/coke-zero-sparks-controversy-offensive-ads/

11/8/06 8:01 AM  

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